Pharma websites traffic review

Aug/06/2007 01:16 Filed in: Media (Internet)
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It's interesting to look at comparisons of website traffic for pharma websites. For example, in the ED category the websites ranked in order of unique visitors are Viagra.com (130,000 Monthly Unique Visitors), Levitra.com (69,000 MUV) and Cialis.com (45,00 MUV). This while Viagra is on the air with Viva Viagra, Cialis is on air with 36 hour message and Levitra is touting "I didn't know it could lead to ED" campaign. If this is indeed an indicator of future success then Cialis maybe in trouble and Viagra will continue to dominate the ED market.



Viagra is one of the top pharmaceutical brands in the world and has seen their share go down to competitors. The ED market is slowly growing but it seems that more men are surfing Viagra and Levitra.com compared to Cialis.com. A quick look at some message boards indicate that a lot of men want an ED drug that acts fast but don't want a drug that's going to be in their system for 36 hours. The jokes of comedians about 36 hour erections don't help the cause either.


Cialis.com reaches approximately 45,770 U.S. monthly unique. The site appeals to a fairly wealthy, heavily male, primarily older, more African American group. The site's audience's interests are retail (Dillard's, Walgreen, Nordstrom, Lowe's), movies (MovieWatcher.Com, Warner Brothers Studios, Movie Tickets Online, Netflix) and clothing (Cold Water Creek, L.L. Bean, Inc., Lands End, Overstock.Com). Viagra's site reaches over 130K U.S. monthly uniques and is popular among a skewing older, mostly male audience. The site's visitors' interests are automotive (GMC, Subaru, Chevrolet, Toyota), entertainment (Bullz-Eye Entertainment, Hollywood.com) and specialty retail (General Nutrition Stores, Sharper Image, Zale, Academy Sports).

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Cialis.com is losing a lot of share of voice to competitors in the ED web wars


So what does all this tell us? Well it tells me that the current Viagra and Levitra campaigns are successfully driving traffic to the product websites but that there is a high level of crossover among the three sites as well. An analysis of keywords showed that all three ED drug brand names were used in the top searches for the product. Consumers want to compare the three medications but the only option at the current time is to go to each site individually or go onto a message board. Cialis is also skewing more towards affluent men which might limit the products distribution compared with Viagra which has a wider distribution among all income groups.



In the sleep aid area the picture is a hell of a lot clearer. Rozerem doesn't compete well against Ambien CR's website. This is truly a great picture to show just how bad the Rozerem campaign really is and what a waste of money it was to go with the "dreams miss you" campaign. They may get a niche in the market but for a $100 million they should be getting a hell of lot more.

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Ambien has nothing to worry about with competitor Rozerem but Lunesta had better refine
their message to a clearer POD.




Website analytics can be a great tool but you have to know what to look for and most pharma DTC marketers have a hard enough time with just launching a website and optimizing it for visitors. One day marketers will wake up but when that trend happens the sound you hear will be hell freezing over.

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